A&P Takes Private Brand Fresh And Local

Montvale, New Jersey-based grocery A&P announced the launch of a brand Private Brand of locally raised chicken, turkey and beef products exclusively available to customers at select A&P, Pathmark, Superfresh, Waldbaum’s and The Food Emporium stores. All Mid-Atlantic Country Farms products are raised by family-owned farms using humane and sustainable farming methods, reducing the environmental impact of shipping food products over long distances.

Mid-Atlantic Country Farms is dedicated to the highest standards of animal care and husbandry. Farmers use 100% vegetarian feed made from corn, soybean meal and a blend of vitamins, minerals, amino acids and oils. Many of these farms have been owned by the same families for multiple generations.

“Our new Mid-Atlantic Country Farms brand offers our customers great tasting poultry and beef that is naturally raised on farms within close proximity to the communities we serve,” said Tom O’Boyle, Executive Vice President of Merchandising, Marketing, Supply and Logistics. “We are pleased to support the efforts of Mid-Atlantic farmers to provide our customers with healthier and tastier beef and poultry options, while offering customers the more environmentally sustainable choice of fresh, locally-sourced chicken, turkey and beef.”

All chicken products are completely antibiotic-free and raised by local farmers across Pennsylvania. The beef products are raised on more than 140 family farms throughout Connecticut, New York, Pennsylvania, Maryland, Virginia and Delaware. All Mid-Atlantic Farms beef is Beef Quality Assurance (BQA) certified, All-Natural (minimally processed with no artificial ingredients) and Choice Angus Beef/Aged for tenderness and taste.

All beef products are:

  • Locally raised on more than 140 family farms in CT, NY, PA, MD, VA & DE
  • All participating farms are Beef Quality Assurance (BQA) Certified
  • Choice Angus Beef aged for tenderness and taste
  • Cattle fed a vegetarian diet
  • All-Natural*
    *minimally processed no artificial ingredients

All chicken products are:

  • Locally raised on family farms in PA
  • No antibiotics ever
  • 100% vegetarian feed – no animal by-products
  • Humanely raised
  • Sustainably farmed

All turkey products are:

  • All natural/vegetarian feed/ no antibiotics ever administered
  • Humanely raised on family owned farms located in PA and MD
  • Free to roam in a stress-free environment
  • Always fresh, never frozen
  • Gluten free/Casein free
  • Turkey available in August

“This new brand of local poultry and beef is a direct response to our customers’ requests for more ‘green’ options that offer a reduced carbon footprint and less reliance on fossil fuels,” added Harry Giglio, Vice President of Meat & Seafood. “We’re proud to provide our customers with even greater value through high-standard, delicious products across our stores.”

Mid-Atlantic Country Farms chicken is available now in all A&P, Waldbaum’s, Superfresh, Pathmark, and The Food Emporium Stores. Beef and turkey will be available in select stores throughout the summer. Natural chicken products will replace the Greenway brand natural chicken products currently sold in A&P banner stores. Greenway organic products, including chicken, will still be available.

Shoppers are encouraged to view Mid-Atlantic Country Farms’ new website at www.midatlanticcountryfarms.com for more information.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.